Let’s Get Personal: How to Increase Engagement on B2C Emails
Contributed by Bryce Ward
It’s no secret that consumers respond better to personalized emails than generic ones. When businesses treat their consumers like individuals instead of a collective group, they notice and respond accordingly. A study by Experian revealed that personalization in emails increases open rates by up to 26% – and that’s just to get your consumers’ attention. Once they’ve opened your email, the more personalized it is, the better.
In an ideal world, we’d be able to send each and every one of our customers completely personalized and unique emails. But unless you have an extremely small consumer base, this is impractical. Thankfully, each B2C email you send doesn’t have to be entirely unique to for you to reap the benefits of personalization. Simply including a customer’s name in the subject and/or body of the email may be enough to garner more engagement, but you obviously shouldn’t stop there.
Although including customers’ names in an email increases the odds that they will open it, they are not foolish: If it is obvious that the content of the email is the same for everyone and it’s only the name that has changed, your personalization efforts may fall short. Therefore, the more that your content relates to the specific interests and buying patterns of your customers, the more likely it is that it will be successful. From the graphics of the email to its language and tone, everything should be aimed at delivering the most personalized content possible.
In order to create a personalized email, however, you have to first know the person you are sending it to, and this means collecting pertinent information from your consumers that gives you a better idea of who they are and what they care about. Conducting surveys and adding a few extra questions on account-creation templates are just two great ways to segment your customer base into more tailored and relevant sub-categories that allow you to bring your email marketing to the next level.
Have you maximized the personalization in your B2C emails? Let The Artist Evolution help you create the perfect email campaign for your business.
